Fit Fresh

Name

Fit Fresh

Legal name

Fit Fresh

Website

https://fitfreshuae.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

101–250 employees

Short description

Fit Fresh is a Dubai-based producer of cold-pressed fresh juices, ready-to-eat salads, and fresh-cut produce sold through the Goodness UAE online grocery platform. Founded in 2004, the company serves health-conscious UAE consumers with approximately 941 SKUs emphasizing no-preservative, daily-fresh preparation.

Ownership category

akta.pro rank

Product category

Fresh Prepared Foods and Cold-Pressed Beverages

NAICS

Food Manufacturing (311), Fruit and Vegetable Preserving and Specialty Food Manufacturing (3114)

SIC

Food And Kindred Products (2000), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Refrigerated Juices & Smoothies (CRADACAL)

akta.pro secondary industries

Fresh Fruit & Vegetable Juices & Juice Blends (Cold-Pressed, NFC, From Concentrate) (AFAKAFAB), Prepared salads, sandwiches & wraps manufacturing (AFAKAHAE), Cold Prepared Foods & Meal Components (Sides, Proteins, Family Meals) (CRAHAKAC), Fresh-Cut & Value-Added Produce (Washed, Peeled, Sliced, Packaged) (AFAKAFAA)

Keywords

• Cold-pressed juices
• Fresh salads
• Healthy smoothies
• Prepared fresh foods
• UAE food production

Headquarters

HQ city

Dubai

HQ country

United Arab Emirates

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales

Revenue model

1. Fresh Juice Sales: Sale of cold-pressed fresh juices including beetroot-orange, mandarin, orange, watermelon, and orange-carrot varieties in various sizes ranging from 200ml to 1.5L
2. Fresh Prepared Foods: Sale of ready-to-eat prepared foods including coconut chia pudding, Greek salad, roasted vegetable salads, and fruit products
3. Fresh Produce: Sale of fresh fruits and vegetables including mango cubes, banana leaves, carrots, cucumbers, onions, and shredded cabbage

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

Fit Fresh produces and sells cold-pressed juices, smoothies, and freshly prepared salads to health-conscious consumers in the UAE. The company manufactures its own products from fresh produce and distributes them through online grocery channels, primarily the Goodness UAE platform.

Product overview

Fit Fresh is a fresh food and beverage brand distributed through Goodness UAE. The brand offers a diverse portfolio of 941 products including cold-pressed fresh juices (beetroot-orange, mandarin, orange, watermelon, orange-carrot), prepared ready-to-eat foods (Greek salad, roasted vegetable salads, coconut chia puddings), and fresh produce (vegetables, fruits, banana leaves). Products emphasize fresh preparation, sanitization, no preservatives, and daily freshness. Fit Fresh operates as a private-label brand available exclusively through the Goodness UAE online grocery platform in the UAE market.

Differentiator

Problem solved

Functional benefit

Products and services

• Cold-pressed juices Bottled cold-pressed juices extracted from fresh produce, sold to health-conscious individual consumers in the UAE via online grocery channels such as Goodness UAE.
• Smoothies

Quantifiable outcome

• Products available in 941+ listings on major UAE grocery platform

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators1 record

Recent moves2 records

Expansion highlights2 records

Direct peers

• Plenish: UK-based cold-pressed juice and plant-based shots brand. Comparable on no-water/sugar-added positioning and daily-fresh production model.
• Daily Harvest: Direct-to-consumer brand of ready-to-eat and ready-to-blend plant-based foods. Overlaps with Fit Fresh on chia puddings, grain bowls, and prepared salads format.
• Suja Juice: Cold-pressed, organic, no-preservative juice brand. Closely aligned on formulation philosophy (clean-label, cold-press) and product category overlap with Fit Fresh's juice line.
• Pressed Juicery: Global cold-pressed juice pioneer and DTC retailer offering daily-made, no-preservative juices. Most directly comparable product/category as a cold-pressed juice specialist.

Regional players

• Right Bite: UAE-based calorie-controlled healthy meal delivery and prepared-food brand. Competes in the same UAE premium health-food segment with overlapping prepared-meal customers.
• KETO REAL: UAE low-carb/healthy brand distributed on the same Goodness UAE storefront. Competes for the same health-conscious UAE shopper on adjacent SKUs.
• Al Bustan Farms: UAE fresh produce brand also featured on Goodness UAE. Overlaps with Fit Fresh's fresh-cut/value-added produce line and produce retail customers.
• Eat Clean UAE: UAE healthy prepared-meal and juice brand. Direct regional overlap on the cold-pressed juice and ready-to-eat salad category.

Broad incumbents

• Pret a Manger: Global chain offering fresh sandwiches, salads, juices, and ready-to-eat foods. Comparable on the ready-to-eat healthy meal and fresh juice format serving health-conscious daily commuters.
• Califia Farms: Larger US plant-based beverage and cream brand with cold-pressed/produce-derived product lines. Comparable on premium clean-label beverage positioning and broader portfolio diversification.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat1 record

Key risks6 records

Key highlights5 records

Customer concentration

• Xx.com/fitfreshllc
• Facebookfacebook.com/fitfreshllc
• LinkedInlinkedin.com/company/fit-fresh

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Fit Fresh